Former Trump hotel sheds famous name due to politics


When Donald J. Trump was elected president of the United States, the conservative policies he promoted–coupled with his brazen manner–had a negative impact on his name, a brand which once had the opposite effect. Take, for instance, the Trump SoHo Hotel in New York City, which used to license the “Trump” name. As of Thursday, it will no longer do so because of his political career.

The Trump Organization reportedly cut ties with the SoHo Hotel last month, after the property had a hard time renting rooms while using Trump’s name, according to reports.

Former clients, including NBA teams, would no longer stay at the hotel, as they did not want to be associated with the president. The price of hotel rooms at the property decreased and continued to decline through the year, according to the International Business Times (IBT).

On Thursday, the property will begin a new branding, using the name: The Dominick.

“Today, effectively, is our last day as Trump SoHo,” Nicole Murano, director of marketing and communications at the Manhattan hotel, said, speaking to the IBT on Wednesday.

Before the owners, CIM Group, decided they must distance themselves from the president in order to maintain a healthy business, the property was successful and once featured on Trump’s hit reality show, “The Apprentice.”

The hotel is not alone in its abandonment of the Trump name. Trump properties in Panama and Toronto have also shed the affiliation and ended their arrangement with the Trump Organization, citing the same reasons.

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